Takealot sale not really a sale

I went to takelot to purchase the Roald Dahl 15 book collection. Takealot advertises it for a price of R659, being discounted by 49% from a price of R1299. On various websites and in-store at Exclusive Books, the standard price is between R649 and R750 without any discounts. The price on takealot's website is not a true reflection of the price. I understand that takealot has recently been in the media for having done this with TVs. It has clearly not learnt its lesson.